Deliveroo UAE prides itself on its commitment to delivery quality and training. And offers their customers a delivery service pledge. To promote this, we doubled down on the importance of the delivery itself.

It’s a simple fact that a dish is only as good as its delivery. No matter how good the chef, the ingredients, or the restaurant, if a dish is delivered badly, it’s ruined. In-short, the delivery itself becomes an important ingredient to each dish and therefore is a crucial part of the recipe.

So we created THE ONE-STAR COOKBOOK – a tongue-in-cheek collection of dishes inspired by real online one-star reviews of delivery disasters. We scoured the internet for one-star reviews (of our competitors) and turned them into 36 unique dishes. There are dozens of ways to ruin a good dish in transit, each one makes often a new unique dish.

>> Over 30,000 books ordered.

>> 64,000 website recipe views

>> 528K engagements

>> 17% organic reach (3x the industry average)

>> uplift in Brand Health Tracker on metrics such as ‘Reliability’ by +7pts

and “A Brand For Me” by +5pts.

There is a general high standard of food in the UAE, fast becoming a global culinary hotspot and customers have high standards. With a lot of the best restaurants and mid-tier restaurants on Deliveroo, the need to deliver high quality food in a high quality way was heightened.

By creating a real cookbook, our point stood out and was magnified in a way a regular social, radio, campaign or tv campaign could not. This is the world’s first recipe book based on real delivery disasters. And as far as we can tell, it’s the first book where a cataclysmic culinary / handling mistake is hard wired into the DNA of each dish.

Turning real reviews into new dishes also uses the “online review” space in a fun and entertaining way that hasn’t been done before.

The UAE market is saturated with food delivery apps, and whereas in some countries it is an occasional usage, in the UAE, customers regularly order their meals via apps.

As previously mentioned, there is a general high standard of food in the UAE, fast becoming a global culinary hotspot and customers have high standards. With a lot of the best restaurants and mid-tier restaurants on Deliveroo, the need to deliver high quality food in a high quality way was heightened.